Battleships Extreme

Gatecrasher Media Director Ian Lumsden conceived and developed this world first two player on-line game as a marketing technique and implemented a highly successful marketing campaign for the Royal Australian Navy using Nine MSN Messenger.

The game BATTLESHIPS EXTREME immediately became the number one MSN game in Australia within days of launching. The game featured prominently in the news and became an international case study by Microsoft as a successful world first. Here are some of the key statistics from the first twelve months:

  • 906,660 unique players;
  • 2,354,759 games played;
  • 37.31% are regular players;
  • 10-30 mins avg game play time;
  • 150,000 visited the Defence Jobs Navy Recruiting website
  • 1,040 started an online application;
  • 80 players joined the Navy.

So effective was this on-line marketing campaign that it cut the cost of acquisition of each enquiry from more than $300 to less than $10.